The idea was simple. Business cards that allow every single employee to demonstrate what the company is made of: meat lovers. The toothpick is actually a bridge between these two universes: meat and manliness. So the employees literally got the “tool” to spread this message.

We used our workforce as media. All employees became true ambassadors of the company’s positioning, spreading it to all of the company’s audiences, helping the re-launch of the brand in the German market.